Study: Gen Z shaping culture in real time via streaming, scrolling
March 19, 2025
A US study from Horowitz Research highlights the behaviours and cultural influences of Gen Z, showcasing key insights into their language diversity, media consumption and social identity. As the generation that scrolls streams, and shapes trends in real time, Gen Z is redefining the way brands, media and influencers engage with audiences at the intersection of media, culture and identity.
According to the report, State of Media, Entertainment & Tech: FOCUS Generation Next, 50 per cent of Gen Z speaks another language, and 47 per cent identity as multicultural. Additionally, 25 per cent identify as LGBTQIA+ or as an ally. These findings underscore why diversity, representation, and inclusion have such an influence on this next generation of American adults’ cultural and media preferences and behaviours.
Perhaps unsurprisingly, social media plays an out-sized role in Gen Z’s daily lives. As shown in the accompanying infographic, Gen Zers use social media (72 per cent), stream music (66 per cent), and watch TV content (52 per cent) every day / almost every day.
The report also sheds light on influencer culture among Gen Z. Gen Z’s polycultural identities allow them to connect with influencers across racial, ethnic, and cultural lines. The top commonalities they share with the influencers they follow are their age and generation, their hobbies and passions, or the fact that they possess a skill or talent they admire.
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